New product development microsoft

For example, the company can develop new computer hardware and software products that are difficult to copy because of its specificity to the Windows operating system. Market Penetration Primary Strategy. Market penetration is the primary intensive strategy that Microsoft uses to grow its business. This intensive growth strategy involves selling more products to the markets where the company currently has operations.

For example, the company grows by intensifying its marketing and sales in its current markets in Asia. The company effectively applies market penetration through the broad differentiation generic strategy, which uses product uniqueness to attract more customers from various market segments. Product Development Secondary Strategy. Microsoft Corporation uses product development as a secondary intensive growth strategy. This intensive strategy facilitates growth based on the development and sale of new products.

For example, Microsoft continually develops new software products to generate higher revenues. It is now generally accepted that design is critical to our success. The design thinking is a discipline that address solving human problems through a set of tools, process, and strategy that aim to put the consumer in the heart of the development process in order to create a product that can be considered technologically feasible and viable from the business perspective.

In Microsoft Enterprise article, How design thinking can transform your business , Linda Shi highlights three main ways to adopt design thinking inside the organization to foster innovation:. This understanding is then contributing to the holistic business strategy.

In the core of the design thinking process, the user problems need to clearly defined in order to use it to ideate the solution in a form of a product or service which is transformed in the Prototyping stage to a testable prototype. In the core of the design thinking process, the prototyping helps the stakeholders and users to visualize the solution in order to explore, test, and validate that it solves the user problem and reflects the business strategy. The design thinking helps to reshape the role of design and designers inside the organization.

The designers can contribute with the stakeholders to build a user-centric business strategy and ensure that it is adopted through all the product development stages. In order to achieve Microsoft target to build a user-centric product, the User Experience Excellence group managed by Surya V ank, a design process have been deployed and it includes the following five cycles:.

Surface Book is one of Microsoft newest products. A powerful laptop that merges between simple design, high performance, high battery life, and adaptability.

Microsoft Surface Book can be used as a laptop to undergo heavy computer tasks or it can be switched to a tablet device where users can use them easily along with its drawing pen. The focus on the user problems as the new product aimed to provide an easy to use a laptop that users can hold with them anywhere and fold it as a table device with maintaining the powerful specifications in the laptop. It can run a normal laptop application including heavy graphic applications and use the drawing pen to work with desktop applications.

The other characteristic is the intensive usage of prototyping to help the design team to imagine, visualize, and test the different ideas. These prototypes played an essential role in reaching the final shape of the product. The prototypes created for the Surface Book also help the team to communicate with other industrial designers in the company to test and give feedback on the product in order to validate how it solves the user problem through an innovative approach.

While there are two design processes applied in two different products, both of these models share the same characteristics of the design thinking process.

Another lesson to learn from this case study is the companies may create or alter the design stages to fit with their own product development process as long as they follow the characteristics of the design thinking that move through research, ideation, prototype, and testing. The Microsoft Surface Book provided a successful example of how the focus on the user needs and prototyping can contribute to building an innovative product.

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